A

SUMMER INTERNSHIP PROJECT REPORT

ON

“A STUDY ON COMPARATIVE ANALYSIS

OF PRODUCT AND SERVICES OF AXIS
BANK AND ITS COMPATITORS”

Submitted for the partial fulfilment of the requirement

For the Degree of
MASTER OF BUSINESS ADMINISTRATION (MBA)

SUBMITTED TO: SUBMITTED BY:

Deepika Pandey Ranjeet Singh
Assistant Professor MBA
GCRG, Lucknow 3rd Semester

G.C.R.G. MEMORIAL TRUST’S GROUP OF

INSTITUTIONS, LUCKNOW
Affiliated to APJ Abdul Kalam Technical University, Lucknow
2021-2022
1
 PREFACE
For a management student, mini report plays an important role during

his study. Research provides a corporate or real world platform to learn

practically. MBA degree without any research or corporate world

experience is just like food without salt. So research provides a great

learning experience about management concepts and its applications.

This project entitled A STUDY ON COMPARATIVE ANALYSIS

OF PRODUCT AND SERVICES OF AXIS BANK AND ITS

COMPATITORS aimed at studying the Indian banking system and this is

play a major role for any organization is very important functions because

these decide the most suitable manpower which steers the industry to its

desired goals.

This project was undertaken as a part of the curriculum of MBA

course, which is compulsory for each student to have the research in any

organization to their respective specialization, as to gain first-hand

knowledge of the organization. This exposure enables the trainees to learn

effective and efficient ways and means to solve the real problems faced by

the organization and also to understand its dynamics.

2
 ACKNOWLEDGEMENT

I am heartily thankful to all the persons who spared their valuable time and

helped me a lot in preparation of this project report. There are many people

behind making of this report, without their help and guidance; this report

would never be made possible.

First, I am highly obliged to Mrs.DEEPIKA PANDEY, Assistant

Professor, GCRG, Lucknow for granting me permission to carry out my

internship on “A STUDY ON COMPARATIVE ANALYSIS OF

PRODUCT AND SERVICES OF AXIS BANK AND ITS

COMPATITORS”.

Heartfelt thanks to my all teachers for their guidance. I simply feel

myself blessed being provided with teachers like them.

Finally, I am very much thankful to my parents and my

friends for their support and valuable help.

3
 DECLARATION

This is to declare that I, RANJEET SINGH student of MBA, 3rd

Semester, have personally worked on the project report entitled “A STUDY

ON COMPARATIVE ANALYSIS OF PRODUCT AND SERVICES

OF AXIS BANK AND ITS COMPATITORS” & has been carried out

under the supervision of ASST. PROF. DEEPIKA PANDEY of G.C.R.G.

Memorial Trust’s Group Of Institutions, Lucknow.

This project has not been previously submitted to any other university for

my examination.

Place: Lucknow
Date: RANJEET SINGH

4
 EXECUTIVE SUMMARY

MBA is a stepping-stone to the management carrier and to develop good

manager it is necessary that the theoretical must be supplemented with
exposure to the real environment. Theoretical knowledge just provides the
base and it's not sufficient to produce a good manager that's why practical
knowledge is needed.

In accordance with the requirement of MBA course I had summer training

project in Retail Banking department of AXIS Bank on the topic "analysis
of products & services & retail working".

The retail banking environment has undergone major change. Retail

banking customers are much more active than they were a decade ago.
Customers are demanding more customized products and services. This has
imposed significant new demands on retail banks. With a view to attaining
an increasingly significant position in the growing retail financial services
sector in the country, banks have continued to provide a sustained thrust to
retail banking through a continuously expanding network and a growing
sales force with customer relationship skills, that has enabled the
distribution of a wide range of products to a fast expanding customer base.

The report gives an overview of the Retail banking products offered at

AXIS Bank, the security measure of the bank; guidelines by RBI,
Negotiable Instruments ACT, recently launched government schemes, etc.

5
 CONTENT
i. Certificate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
ii. Declaration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
iii. Acknowledgement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
iv. Executive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
PART 1: INTRODUCTION OF THE INDUSTRY
1. BANKING SECTOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-18
2. GROWTH OF BANKING INDUSTRY . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
3. BANKING SECTOR IN INDIA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
3.1 History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.2 Central Bank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
3.3 Schedule Commercial Bank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
3.4 Public Sector Banks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
3.5 Private Sector Bank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13-16
3.6 Foreign Banks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
3.7 Regional Rural Banks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
3.8 Schedule Co-operative Bank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
3.9 Urban Co-operative Banks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
3.10 Rural Co-optative Banks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17-18

PART 2: INTRODUCTION TO THE ORGANIZATION

1. INTRODUCTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20-22
1.1 Company description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 20
1.2 Business description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
1.3 Corporate profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
2. BUSINESS OVERVIEW. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..23-31
2.1 Retail banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . .. . 23
2.2 International retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
2.3 Business banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
2.4 Corporate credit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...25
2.5 Treasury . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
2.6 International banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
2.7 Small and medium enterprises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
2.8 Information technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...27
2.9 Digitization at axis bank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28-30
3. HUMAN RESOURCE DEPARTMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31-36
6
 3.1 Human Resource planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
3.2 Recruitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
3.3 Training and Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
3.4 Employee Remuneration and Incentive Payments . . . . . . . . . . . . . . . . . . . . . . .33
3.5 Wages and Salary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
3.6 Incentive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
3.7 Disputes and their determination. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
3.8 Performance Appraisal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
3.9 Mission and vision of the company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
3.10 Major competitors of axis bank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
4. MARKETING DEPARTMENT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37-38
4.1 Marketing Initiatives Taking by the Bank . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
4.2 Media Vehicles Used for Send Message to Reach Target Audience . . . . . . . . .38
5. FINANCE DEPARTMENT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39-45
5.1 Organization of financial activities of bank. . . . . . . . . . . . . . . . . . . . . . . . . . 40
5.2 Board of Directors of AXIS Bank. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40
5.3 Vision & Values. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
5.4 AXIS Group. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42
5.5 Products of AXIS Bank. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
5.6 Accounts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
5.7 Loan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44
5.8 Investments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
5.9 Insurance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
6. ACCOUNT OPENING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46-52
6.1 Guidelines for opening of Savings Account: . . . . . . . . . . . . . . . . . . . . . . . . . 46
6.2 Account Details. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
6.3 Know Your Customer. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47
6.4 Account of Minors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51
6.5 ATM Card Issued to Minor. . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
7. RISK MANAGEMENT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53-55
7.1 Monitoring of Compliance of the Account Opening Procedure. . . . . . . . . . . . . . 53
7.2 Cash Transaction Guidelines. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53
7.3 Payment and Settlement System. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54
8. 24*7 BANKING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55-56

7
 8.1 Internet Banking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
8.2 AXIS Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55
8.3 Interbank Mobile Payment Service. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
8.4 SMS Banking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
8.5 Secure Banking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

SWOT ANALYSIS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60-64

PART-3: PRIMARY STUDY

1. OBJECTIVES OF THE STUDY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
2. RESEARCH METHODOLOGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67-69
2.1 Type of research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
2.2 QUESTIONNAIRE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70-74
3. DATA ANALYSIS AND INTERPRETATION
3.1 Analysis 1. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75
3.2 Analysis 2. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 76
3.3 Analysis 3. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77
3.4 Analysis 4. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 78
3.5 Analysis 5. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 79
3.6 Analysis 6. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 80
3.7 Analysis 7. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 81
3.8 Analysis 8. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 82
3.9 Analysis 9. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 83
3.10 Analysis 10. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . 84
3.11 Analysis 11. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . .85
3.12 Analysis 12. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 86
3.13 Analysis 13. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 87
3.14 Analysis 14. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 88

4. LITERATURE REVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89-90

5. FINDINGS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
6. RECOMMENDATION & SUGGESTIONS. . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
7. CONCLUSION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
8. LIMITATIONS OF STUDY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .94
9. List of abbreviation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
10. References/bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96

8
 Part-1

INTRODUCTION OF
THE INDUSTRY

9
 Banking sector

A bank is a budgetary middle person and Money maker that make Money by loaning
cash to a borrower. Loaning exercises can be performed straightforwardly by giving
credit or by implication through capital market. Capital market is monetary market for
the purchasing and offering of long haul obligation or value supported securities. These
business sectors channel the abundance of savers to the individuals who can put it to long
haul beneficial utilize, for example, organizations or governments influencing bug-to
term speculations. Monetary controllers, for example, the Securities and Exchange Board
of India (SEBI) or U.S. Securities and Exchange Commission (SEC), direct the capital
market in their wards to ensure financial specialists against extortion, among different
obligations. Because of the significance in the monetary framework and impact on
national economies, banks are very directed in perch of nations either by National
Government or Central Bank.

Growth of banking industry

In the cutting-edge sense, began in the most recent many years of the eighteenth century.
Among the principal banks were the Bank of Hindustan, which was set up in 1770 and
sold in 1829– 32; and the General Bank of India, set up in 1786 however flopped in
1791.

The biggest bank, and the most established still in presence, is the State Bank of India
(S.B.I). It began as the Bank of Calcutta in June 1806. In 1809, it was renamed as the
Bank of Bengal. This was one of the three banks established by an administration
government; the other two were the Bank of Bombay in 1840 and the Bank of Madras in
1843. The three banks were converged in 1921 to frame the Imperial Bank of India,
which upon India's autonomy, turned into the State Bank of India in 1955. For a long
time, the administration banks had gone about as semi national banks, as did their
successors, until the point when the Reserve Bank of India was built up in 1935, under
the Reserve Bank of India Act, 1934.

10
In 1960, the State Banks of India was given control of eight state-related banks under the
State Bank of India (Subsidiary Banks) Act, 1959. These are presently called its partner
banks. In 1969 the Indian government nationalized 14 noteworthy private banks; one of
the huge banks was Bank of India. In 1980, 6 more private banks were nationalized.
These nationalized banks are the lion's share of moneylenders in the Indian economy.
They rule the saving money division due to their substantial size and across the board
organizes.

BANKING SECTOR IN INDIA

Without a sound and effective banking system in India it cannot have a healthy
economy. The banking system of India should not only be hassle free but it should be
able to meet new challenges posed by the technology and any other external and internal
factors. For the past three decades India's banking system has several outstanding
achievements to its credit. The most striking is its extensive reach. It is no longer
confined to only metropolitans or cosmopolitans in India. In fact, Indian banking system
has reached even to the remote corners of the country. This is one of the main reasons of
India's growth process.

HISTORY:

The first bank in India, though conservative, was established in 1786. From 1786 till
today, the journey of Indian Banking System can be segregated into three distinct
phases. They are as mentioned below-

PHASE I - Early phase from 1786 to 1969 of Indian Banks.

PHASE II - Nationalization of Indian Banks and up to 1991.
PHASE III - Indian Financial & Banking Sector Reforms after 1991.

11
THE INDIAN BANKING SYSTEM CONSISTS OF:

 Central Bank:

A national bank works as the pinnacle controlling establishment in the managing an

account and money related arrangement of the nation. It works as the controller of credit,
broker's bank and ado appreciates the restraining infrastructure of issuing money for the
benefit of the administration. A national bank is typically control and frequently claimed,
by the administration of a nation. The Reserve Bank of India (RBI) is such a bank inside
India.

 Schedule Commercial Bank:

It operates for profit. It accepts deposits from the public and extends loans to the
households, the firms and the government. The essential characteristics of commercial
banking are as follows:

 Acceptance of deposits from public.

 For lending or investment
12
  Repayable on demand or lending or investment
 Withdrawal by means of an instrument, whether a cheque or otherwise

 Public Sector Banks:

Public Sector Banks (PSBs) are those banks where majority of stakes fi with the
Government. All these PSBs are listed on stock exchanges. Central Government entered
banking industry with the nationalization of Imperial Bank of India in 1955, then in 1969
14 major banks were nationalized and in 1980 4 more bank were nationalized.

To Name a few PSBs: State Bank of India and is subsidiaries, Bank of India, Bank of
Baroda, Bhartiya Mahila Bank, Central Bank of India, etc.

The objectives behind nationalization where:

 To break the ownership and control of banks by a few business

 To prevent the concentration of wealth and economic power,
 To mobilize savings from masses from all parts of the country,
 To cater to the needs of the priority sectors

 Private Sector Banks:

Private Sector Banks in India is made up of private and public banks. But the greater part
of stake is in the hand of private shareholders and not with the Government. Private
Banks are categorized as Old and New Private bank

 Old Private Banks: These are those banks which were not nationalized during
the process in 1969 and 1980 due to the smaller scale or regional reach only.
Example: thalami Bank, Federal Bank, ING Vysya Bank, Karur Vysya Bank,
etc.
 New Private Banks: These are the banks which came into operations afire the
liberalization in 1990s. Banking Regulation were amended in 1993 so that new
private banks can enter the Indian Banking industry.
Example: ICICI Bank, AXIS Bank, HDFC Bank, Yes Bank, Development
Credit Bank, Kotak Mahindra Bank, RBL Bank, etc.

13
But there were certain criteria for the establishment of new private banks which are as
follow: -

 Bank should have minimum net worth of Rs 200 Cr.

 Proprotors should hold an iminium of 25% of paid-up capital
 Within 3 years of the starting of the operations,the bank should offer shares to public
and their net worth rust increase to 300 Cr.

All the banks in India were earlier private banks. They were founded in the pre-
independence era to cater to the banking needs of the people. But after nationalization of
banks in 1969 public sector banks came to occupy dominant role in the banking
structure. Private sector banking in India received a fillip in 1994 when Reserve Bank of
India encouraged setting up to private banks as part of its policy of liberalization of the
Indian Banking Industry. Housing Development

Finance Corporation Limited (HDFC) was amongst the first to receive an ‘In principle’
approval from the Reserve Bank of India (RBI) to set up a bank in the private sector.
Private Banks have played a major role in the development of Indian banking industry.
They have made banking more efficient and customer friendly. In the process they have
jolted public sector banks out of complacency and forced them to become more
competitive. Despite the provisions, control and regulations of the Reserve Bank of
India, banks in India except the State Bank of India (SBI), remain owned and operated
by private persons. By the 1960s, the Indian banking industry had become an important
tool to facilitate the development of the Indian economy. At the same time, it had
emerged as a large employer, and a debate had ensued about the nationalization of the
banking industry. Indira Gandhi, the then Prime Minister of India, expressed the
intention of the Government of India in the annual conference of the All India Congress
Meeting in a paper entitled Stray thoughts on Bank Nationalization. Thereafter, the
Government of India issued the Banking Companies (Acquisition and Transfer of
Undertakings) Ordinance, 1969 and nationalized the 14 largest commercial banks with
effect from the midnight of 19 July 1969. These banks contained 85 percent of bank
deposits in the country. Within two weeks of the issue of the ordinance, the Parliament
passed the Banking Companies (Acquisition and Transfer of Undertaking) Bill, and it
received presidential approval on 9 August 1969.

14
The following banks were nationalized in 1969:

Ø Allahabad Bank (now Indian Bank)

Ø Bank of Baroda
Ø Bank of India
Ø Bank of Maharashtra
Ø Central Bank of India
Ø Canara Bank
Ø Dena Bank (Now Bank of Baroda)
Ø Indian Bank
Ø Indian Overseas Bank
Ø Punjab National Bank
Ø Syndicate Bank (now Canara Bank)
Ø UCO Bank
Ø Union Bank of India
Ø United Bank of India (now Punjab National Bank)

A second round of nationalizations of six more commercial banks followed in 1980. The
stated reason for the nationalization was to give the government more control of credit
delivery. With the second round of nationalizations, the Government of India controlled
around 91% of the banking business of India.

The following banks were nationalized in 1980:

Ø Punjab and Sind Bank

Ø Vijaya Bank (Now Bank of Baroda)
Ø Oriental Bank of India (now Punjab National Bank)
Ø Corporation Bank (now Union Bank of India)
Ø Andhra Bank (now Union Bank of India)

Later on, in the year 1993, the government merged New Bank of India with Punjab
National Bank. It was the only merger between nationalized banks and resulted in the

15
reduction of the number of nationalized banks from 20 to 19. Until the 1990s, the
nationalized banks grew at a pace of around 4%, closer to the average growth rate of the
Indian economy.

In the move to restructure and redefine the country’s banking space in 2021, the
government of India merged 10 Public Sector (PSU) Banks into 5 Banks.

A merger is an agreement between entities where they pool in their assets and liabilities
and become one entity. The merger of Public Sector Banks (PSBs) is where the PSBs are
merged with ‘Anchor Bank’. As of today India has 12 Public Sector Banks, including
Bank of Baroda & State Bank of India.

List of Merged Bank-

Anchor Bank Bank Merged

Oriental Bank of Commerce
Punjab National Bank
United Bank of India
Canara Bank Syndicate Bank
Indian Bank Allahabad Bank
Andhra Bank
Union Bank of India
Corporation Bank
Dena Bank
Bank of Baroda
Vijaya Bank
State Bank of Bikaner and Jaipur
State Bank of Hyderabad
State Bank of Mysore
State Bank of India
State Bank of Patiala
State Bank of Travencore
Bartiya Mahila Bank

 Foreign Banks:

With the globalization hitting the world, the concept of banking has changed
substantially. The concept of Foreign Banks has changed the prevailing banking scenario

16
in India. Banking is now crore of crore customer-friendly, modern technology have been
implemented like mobile banking, mobile application of banks, etc.

Example: HSBC Bank, JP Morgan Chase Bank, Deutsche bank, Standard Charter Bank,
etc.

 Regional Rural Banks:

Regional Rural Banks (RRBs) were started in 1970 since even afire the nationalization,
there were cultural issues related to lending to the farmers. The main purpose of RRBs is
to mobilize financial resources from rural-semi-urban areas and grants loans and
advances mostly to small and marginal farmers, agricultural labors, etc.

Example: Karnataka Vikas Gardena Bank, Maharashtra Garmin Bank, etc.

 Schedule Co-operative Bank:

Larger visit unions are often called cooperative banks. Like credit unions, cooperative
banks are owned by their customers and follow the cooperative principle of one person,
one vote.

Unlike credit unions, however, cooperative banks are often regulated under both banking
and cooperative legislation. They provide services such as savings and loans to non-
rerefers swell as to rerefers, and some participate in the wholesale market for hands,
Money and even equities.

 Urban Co-operative Banks:

Urban Co-operative Banks are giving banking facility y to grass root persons. As Urban
Co-operative Banks are mostly working in the rural and semi-urban areas they
understand the genuine commercial needs of the local population in their area of
operation Urban Co-operative Banks help small and medium sized traders,
entrepreneurs, artisans and farmers who are deprived of banking facility as private sector
and commercial banks tap only high profile and successful entrepreneurs

17
Example: Ahmedabad Mercantile Co-Op Bank, Kakapo Curreri l Coop. Bank, Burrata
Mercantile Co-operative Bank, Saraswat Co-operative Bank, etc.

 Rural Co-optative Banks:

The rural cooperatives are further divided into short-term and long-term structure. The
short-term cooperative banks are three tired operating in different states.

I) State Cooperative Banks-

II) Cooperative Banks-
III) Primary Agricultural Credit Societies

The long-term structures are further divided into —

1) State Cooperative Agricultural and Rural Development Banks (SCARDS)-

2) Primary Cooperative Agricultural and Rural Development Banks (PCARDBS)

Different Banking activities:

 Retail banking
 Business banking
 Corporate banking
 Private banking
 Investment banking

18
 Part-2

INTRODUCTION TO

THE ORGANIZATION

19
 INTRODUCTION

COMPANY DISCRIPTION:-

Axis Bank India, the first bank to begin operations as new private banks in 1994 after the
Government of India allowed new private banks to be established.

Axis Bank was jointly promoted by the Administrator of the specified undertaking of the

• Unit Trust of India (UTI-I)

• Life Insurance Corporation of India (LIC)

• General Insurance Corporation Ltd.

20
Also, with associates viz. National Insurance Company Ltd., the New India Assurance
Company, The Oriental Insurance Corporation and United Insurance Company Ltd.

EVOLUTION-

UTI was established in 1964 by an Act of Parliament; neither did the Government of
India own it nor contributes any capital. The RBI was asked to contribute one-half of its
initial capital of Rs 5 crore, and given the mandate of running the UTI in the interest of
the unit-holders. The State Bank of India and the Life Insurance Corporation contributed
15 per cent of the capital each, and the rest was contributed by scheduled commercial
banks which were not nationalized then. This kind of structure for a unit trust is not
found anywhere else in the world. Again, unlike other unit trusts and mutual funds, the
UTI was not created to earn profits. In the course of nearly four decades of its existence,
it (the UTI) has succeeded phenomenally in achieving its objective and has the largest
share anywhere in the world of the domestic mutual fund industry. ''The emergence of a
"foreign expert" during the setting up of the UTI makes an interesting story. The
announcement by the then Finance Minister that the Government of India was
contemplating the establishment of a unit trust caught the eye of Mr. George Woods, the
then President of the World Bank. Mr. Woods took a great deal of interest in the Indian
financial system, as he was one of the principal architects of the ICICI, in which his
bank, First Boston Corporation Bank, had a sizeable shareholding. Mr. Woods offered,
through Mr. B.K. Nehru, who was India's Executive Director on the World Bank, the
services of an expert. The Centre jumped at the offer, and asked the RBI to hold up the
finalization of the unit trust.

Proposals till the expert visited India. The only point Mr. Sullivan made was that the
provision to limit the ownership of units to individuals might result in unnecessarily
restricting the market for units. While making this point, he had in mind the practice in
the US, where small pension funds are an important class of customers for the unit trusts.
The Centre accepted the foreign expert's suggestion, and the necessary amendments were
made in the draft Bill. Thus, began corporate investment in the UTI, which received a
21
boost from the tax concession given by the government in the 1990-91 Budget.
According to this concession, the dividends received by a company from investments in
other companies, including the UTI, were completely exempt from corporate income tax,
and provided the dividends declared by the investing company were higher than the
dividends received.

The result was a phenomenal increase in corporate investment which accounted for 57
per cent of the total capital under US-64 scheme. Because of high liquidity the corporate
sector used the UTI to park its liquid funds. This added to the volatility of the UTI funds.
The corporate lobby which perhaps subtly opposed the establishment of the UTI in the
public sector made use of it for its own benefits later. The Government-RBI power game
started with the finalization of the UTI charter itself. The RBI draft of the UTI charter
stipulated that the Chairman will be nominated by it, and one more nominee would be on
the Board of Trustees. While finalizing the draft Bill, the Centre changed this stipulation.
The Chairman was to be nominated by the Government, albeit in Consultation with RBI.
Although the appointment was to be made in consultation with the Reserve Bank, the
Government could appoint a person of its choice as Chairman even if the Bank did not
approve of him.

Later, on in 2002 the UTI was renamed to Axis Bank.

BUSINESS DISCRIPTION-

The Bank's principal activities are to provide commercial banking services which
include merchant banking, direct finance, infrastructure finance, venture capital fund,
advisory, trusteeship, forex, treasury and other related financial services.

CORPORATE PROFILE-

Axis Bank is the third largest private sector bank in India. The Bank offers the entire
spectrum of financial services to customer segments covering Large and Mid-
Corporates, MSME, Agriculture and Retail Businesses.
22
The Bank has a large footprint of 4,050 domestic branches (including extension
counters) with 11,801 ATMs & 4,917 cash recyclers spread across the country as on 31st
March, 2019. The overseas operations of the Bank are spread over eleven international
offices with branches at Singapore, Hong Kong, Dubai (at the DIFC), Colombo,
Shanghai and Gift City-IBU; representative offices at Dhaka, Dubai, Abu Dhabi, Sharjah
and an overseas subsidiary at London, UK. The international offices focus on corporate
lending, trade finance, syndication, investment banking and liability businesses.

Axis Bank is one of the first new generation private sector banks to have begun
operations in 1994. The Bank was promoted in 1993, jointly by Specified Undertaking
of Unit Trust of India (SUUTI) (then known as Unit Trust of India), Life Insurance
Corporation of India (LIC), General Insurance Corporation of India (GIC), National
Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental
Insurance Company Ltd. and United India Insurance Company Ltd. The shareholding of
Unit Trust of India was subsequently transferred to SUUTI, an entity established in
2003.

With a balance sheet size of Rs. 8,00,997 crores as on 31st March 2019, Axis Bank has
achieved consistent growth and with 5 year CAGR (2013-14 to 2018-19) of 16% in
Total Assets, 14% in Total Deposits, 17% in Total Advances.

BUSINESS OVERVIEW

An overview of various business segments-

RETAIL BANKING-

Axis Bank has developed a strong retail banking franchise over the years. Retail Banking
is one of the key drivers of the Bank’s growth strategy and it encompasses a wide range
of products delivered to customers through multiple channels. The Bank offers a
complete suite of products across deposits, loans, investment solutions, payments and
cards to help customers achieve their financial objectives. The Bank focuses on product

23
differentiation as well as a high level of customer-service to enable it to build its retail
business.

The Bank has continued to develop its risk management capabilities in Retail business,
both from a credit and operations risk standpoint. The branch channel is effectively
utilised for growing the retail assets business, with loan and card products being offered
to existing clientele.

The growth areas identified by the Bank are in the areas of residential mortgages and
passenger car loans. Of the total retail loans portfolio, 88.47% is in the form of secured
loans (residential mortgages and auto loans).

The Bank offers a wide range of payment solutions to its customers in the form of debit
cards, prepaid cards and credit cards. As on 31st March 2012, the Bank has a base of
approximately 124.99 lac debit cards, placing it among the leading players in the
country. The Bank is also a dominant player in prepaid cards. Axis Bank has over 2 lakh
installed EDC machines - a highest for any bank in India.

Axis Bank Privet’, an exclusive private banking service offers advisory, investment and
lending solutions to its customers across 10 cities in the country. Privée follows a client-
focused investment process and a team-based approach for managing client
relationships. The relationship management team is supported by a team of product
specialists, client servicing teams, investment consultants and research experts. The
private banking business focuses on addressing both the personal and corporate advisory
needs of an entrepreneur or business family by bringing solutions offered by various
business groups across the retail and corporate businesses within the Bank under an
integrated platform.

The Bank launched ‘Axis Bank Wealth’ in 2008-09 targeting customers who have a total
relationship value with the Bank of between Rs.30 lacs and Rs.200 lacs. The value
proposition aims at delivering a ‘One Bank’ experience to such customers and is
positioned as a complete solution involving banking, investment and asset needs.

The Bank also distributes third party products such as mutual funds, Bank assurance
products (life and general insurance), online trading, Gold and Silver coins through its
branches.

24
The retail business of the Bank is supported by innovative services and alternate
channels which provide convenience of transactions to customers. These channels
include an extensive ATM network, internet banking, mobile banking and phone
banking.

INTERNATIONAL RETAIL-

International Retail Business focuses specifically on the overseas sales channel, retail
foreign exchange business, remittances and retail businesses in overseas centres such as
Hong Kong and Sri Lanka, where the Bank has a presence. The products offered in the
area of retail Forex and remittances include travel currency cards, inward and outward
wire transfers, traveller’s cheques and foreign currency notes, remittance facilities
through online portals as well as through collaboration with correspondent banks,
exchange houses and money transfer operators. The Bank continued to have a market
leadership position in Travel Currency Cards with 11 currency options other than INR
being offered. The aggregate spends on Travel Currency Cards have crossed USD 3
billion during the year 2012-13.

BUSINESS BANKING-

Business Banking leverages the Bank’s strengths – a well distributed network of

branches and a strong technology platform to offer the best in transaction banking
services. The Bank offers a range of current account products and cash management
solutions across all business segments covering corporates, institutions, central and state
government ministries and undertakings as well as small and retail customers.

The Bank is one of the top CMS providers in the country. The Bank acts as an agency
bank for transacting government business offering services to various Central
Government Ministries / Departments and other State Governments and Union
Territories.

In order to provide solutions for business to effectively manage their funds flow, the
Bank has introduced liquidity management solution for corporate customers. Similarly, a
single window for all payment requirements was launched with several advanced
features such as setting a daily transaction limit for corporate users, setting transaction

25
limits for individual beneficiaries, prioritizing payment methods, online stop payment
and cancellation facilities.

CORPORATE CREDIT-

Axis Bank has built a strong corporate banking franchise across corporate, liability and
asset businesses. Axis Bank provides customized structuring and financing solutions in a
timely and comprehensive manner to its corporate customers with a focus on building
out high quality credit portfolio. The Bank is a market leader in Debt Capital Markets
and loan syndication business across segments, sectors and geographies. The Bank also
provides full range of Treasury and Trade Finance solutions to its corporate clients. The
Bank offers technology enabled transaction banking and cash management services to
customers across Government, financial institutions and corporate segments.

Bank’s infrastructure business includes project and bid advisory services, project
lending, debt syndication, project structuring and due diligence, securitization and
structured finance. During the year the Bank launched its first ever ‘D&B-Axis Bank
Infra Awards 2011’ in association with Dun & Bradstreet. The award felicitates leading
infrastructure projects and infrastructure companies. In October 2010, the Bank launched
the Axis Infra Index (AII) with the primary objective of conveying a sense of investment
conditions in the infrastructure sector. The Index, as a composite measure of investor
confidence, comprises four components: flow of equity and debt funds into infrastructure
sectors, project completion and commencement of operations, output related to
infrastructure segments and regulatory and policy developments relevant for the sector.
It is designed to capture the evolving fundamentals of the sector and is updated and
disseminated on a quarterly basis.

TREASURY-

The Bank has an integrated Treasury, covering both domestic and global markets, which
manages the Bank’s funds across geographies. The Bank’s treasury business has grown
substantially over the years, gaining market share and continuing to be among the top
five banks in terms of forex revenues. The Treasury plays an important role in the
sovereign debt markets and participates in the primary auctions held by RBI. It also
actively participates in the secondary government securities and corporate debt market.
The foreign exchange and money markets desk is an active participant in the interbank/
FI space. The Bank has been exploring various cross-border markets to augment
26
resources and support customer cross-border trade. The Bank has emerged as one of the
leading providers of foreign exchange and trade finance services. It provides a gamut of
products for exports and imports as well as retail services.

Its cutting-edge technology provides comprehensive and timely customer services.

INTERNATIONAL BANKING-

The international operations of the Bank form a key enabler in its strategy to partner
with the overseas growth potential of its domestic clientele, who are venturing abroad or
require non-rupee funds for domestic projects. The Bank now has a foreign network of
four branches (Singapore, Hong Kong, DIFC (Dubai) and Colombo (Sri Lanka)) and
three Dubai and Abu Dhabi) with presence in six countries. While corporate banking,
trade finance, treasury and risk management solutions are the primary offerings through
the branches at Singapore, Hong Kong, DIFC (Dubai) and Colombo, the Bank also
offers retail liability products from its branches at Hong Kong and Colombo. Further, the
Bank’s Gulf Co-operation Council (GCC) initiatives in the form of representative offices
in Dubai and Abu Dhabi, and alliances with banks and exchange houses in the Middle
East provide the support for leveraging the business opportunities emanating from the
large NRI diaspora present in these countries.

SMALL AND MEDIUM ENTERPRISES-

The Small and Medium Enterprises (SME) segment is a thrust area of the Bank. The
business approach towards this segment, which is expected to contribute significantly to
economic growth in future, is to build relationships and nurture the entrepreneurial talent
available. The relationship based approach enables the Bank to deliver value through the
entire life cycle of

SMEs. The Bank has segmented its SME business in three groups: Small Enterprises,
Medium Enterprises and Supply Chain Finance. The Bank extends working capital,
project finance as well as trade finance facilities to SMEs. The Bank has launched
‘Business Gaurav SME Awards’ in association with Dun & Bradstreet to recognize and
award achievers in the SME space.

27
INFORMATION TECHNOLOGY-

Technology is one of the key enablers for business and delivery of customized financial
solutions. The Bank continues to focus on introducing innovative banking services
through investments in scalable and robust technology platforms that delivers efficient
and seamless services across multiple channels for customer convenience and cost
reduction. The Bank has also focused on improving the governance process in IT. The
Bank has launched the Business Process Management System, a reusable system, which
helps to build process efficiencies across various areas of operations.

The Bank has undertaken various steps in order to align itself towards RBI guidelines on
security and governance, including setting up of Board and

Executive level committees and working on IT operations and other key areas. Axis
Bank will significantly focus on credit cards and digital payment methods, according to
Ravi Narayanan, Executive Director - Retail Banking.

DIGITISATION AT AXIS BANK-

28
Axis Bank Ltd, which embarked on its digital journey about six years ago, is now
implementing a series of measures that include self-service kiosks, aadhaar -based
customer services, and automation—all aimed at increasing the momentum of its digital
transformation journey. The bank has installed digital self-service kiosks, which it has
christened “speed banking" services, at over 1,000 branches (out of a total of around
3,400 branches), in addition to deployment of 25,000 biometric readers across its
network to adhere to e-KYC (electronic know your customer) norms in new account
sign-ups and other Aadhaar-based services.

The idea, insisted Ravi Narayanan, executive director of the bank, in a recent interview,
is to “drive digital at scale". “While a lot of conversations in digital are around mobile
apps or the front end, we are focused on what goes on behind the scenes. Unless you fix
the back-end, it is like putting lipstick on a pig," The added. Axis Bank, for instance, has
provided 16,000 tablets to its customer officers in its branches. This, according to
Anand, will help customer requests and updates to be done digitally rather than first
asking users to fill up a form, and then sending it to a central team, which is a “time-
consuming routine".

According to Anand, 85% of household current and savings accounts are now opened
through tablets—out of which 50% are done using e-KYC. “Nearly 75% of all our
transactions are in an instant gratification mode, wherein they can be done at the
branches either using biometrics (through Aadhaar linkage) or via the one-time password
received on the mobile," he added.

Axis Bank started its digital journey five-six years ago, according to Anand. “In the first
phase, we took a 90,000-feet view of process redesign—what to centralize, what to keep
in the branches and getting the organization realignment done," he explained. The
second phase was about “lean and business process re-engineering", including robotic
process automation (RPA).

The focus was on getting it right the first time. The third and fourth phases, currently
under way, involve “digitization at scale" and the use of new-age tools like RPA,
machine learning (ML) and artificial intelligence (AI).

One of the key initiatives of the bank is a project called Pratham, in which it took a
relook at 125 “customer journeys" (such as opening a bank account, getting a credit card
or taking a loan) in an attempt to realign the processes to match customer expectations.
29
Another project, Saksham, saw Axis Bank put a “new software layer" at its branches,
using the Finacle software from Infosys Ltd as the foundation and integrating multiple
business applications into it.

The genesis of the project goes back four years to a visit to Australia by Anand and his
senior colleagues. There, they studied how the Commonwealth Bank of Australia used a
similar approach and got a “big competitive advantage" at branches “by the kind of
software used", recalled Anand. “After studying their approach to speedy customer
management, cross-sell opportunities and ease of transactions—all of which were better
through their customized software—we came back and built our own software
layer."According to Anand, “50 lakh financial transactions" are being done on Saksham
on a monthly basis. “What we have done essentially is hidden the complexity of multiple
software in the back-end and brought simplicity and ease-of-use at the front end," he
said.

Having “reimagined" its processes and put in place the necessary “digital infrastructure",
the next big step for Axis Bank, according to Anand, involved automating certain
processes using robotic and AI tools. For that, it did “a strategic tie-up" with
WorkFusion Inc., a US-based provider of automation solutions. “We looked at three key
things from an RPA perspective: internal efficiency, customer satisfaction and risk
containment," he said. Initially, a core team from WorkFusion’s New York office along
with some data scientists from Russia visited Axis Bank and stayed on for three-four
months to help with the implementation process.This is how the RPA solution works.
Not all customer documents received by Axis Bank are digital. Data entry and checking
of about 50% of customer documents are done manually in the back office—a time-
consuming, error-prone process. With the RPA solution, the data is captured from the
support documents—such as passport, driving licence or other KYC papers—with the
optical character recognition engine embedded in the RPA solution and then this data is
matched with the information in the customer form. The output of this automated
matching is presented in the form of a simplified report to the bank analysts whose job
now becomes much easier: rather than painstakingly match every single piece of data,
they only need to look out for mismatches and take corrective action if need be.

The digitalization of India’s banking industry supply chain, powered by multiple

technological breakthroughs and government-backed initiatives, has spawned disruptive

30
new business models and forced incumbents to reimagine their end-to-end business
processes and value propositions. It is the India’s 3rd largest private-sector bank, with a
large physical footprint (3,300 branches), legacy systems and a traditional organizational
setup – repositioning itself to face this digital onslaught.

Technological advancements like cloud computing and artificial intelligence (AI), a

rapidly and consistently growing mobile internet user base (150m in 2014 to 350m in
2016), and the corresponding proliferation of user data or “digital footprints” have
driven two major developments in India’s banking system: The threat of “unbundling”,
wherein both products and processes in a bank’s value chain is attacked by tech-enabled
entrants ranging from mobile wallet companies like PayTM that have broader banking
ambitions, to niche credit-scoring engines like CreditVidya that sell their new-age, big
data driven risk analytics models to banks

Competition from large technology and telecommunication firms that have captured a
vast share of user-generated data that can be leveraged for financial services offerings.

AGRICULTURE-

The Bank continues to drive and expand the flow of credit to the agricultural sector. 401
branches of the bank loanshave dedicated officers for providing farm. Products and
solutions are created specifically with simple features and offered at affordable rates to
rural customers. The Bank has also adopted a value-chain approach, wherein end-to-end
solutions are being provided for various stakeholders. It also offers various customized
solutions to meet the regional requirements.

FINANCIAL INCLUSION-

The Bank perceives financial inclusion (FI) not as a corporate social responsibility or a
regulator driven initiative but as a large business opportunity that lies untapped in the
rural and unexplored section of the urban market. Till March 2012, the Bank has opened
over 4.4 million No-Frills accounts in over 7,607 villages through a network of 15
Business Correspondents and nearly 6,000 customer service points. The Bank has a
strong presence in the Electronic Benefit Transfer (EBT) space and has covered around
6,800 villages across 19 districts and 9 states till date with over 3.7 million beneficiaries.

In the urban space, the Bank has launched financial inclusion initiatives in Bangalore,
Chennai and Delhi targeting migrant labourers, slum dwellers and other under-banked
31
sector of the urban population and has opened over 3.5 lac No Frill accounts. The Bank’s
financial inclusion efforts are not merely restricted to launching of financial inclusion
initiatives and sourcing basic No Frill accounts, but to also promote the savings habits
and enable the customers to obtain customized solutions for their financial needs.

The Bank also has a range of other customized products for this customer segment like
different variants of Axis Uday No Frills Savings Accounts, Chhota RD, Chhota FD, and
Chhota SIP. The Bank has been one of the first few banks to have tied-up with telecom
companies to offer remittance led financial inclusion services on the mobile platform.

HUMAN RESOURCE DEPARTMENT

"Human Resource Management work that enables administrators to enroll, select,

prepare and create individuals for an association. Clearly, HRM is worried about the
general population's measurement in associations.

Work power of an Organization is a standout amongst the most imperative contributions

of segments. It is said that individuals are our single most critical resources. Because of
the interesting significance of HUMAN RESOURCE and its multifaceted nature
because of consistently evolving brain science, conduct and demeanors of people at
work, in all business censures, there is one regular component. I.e. Human staff work,
i.e., labor administration work is winding up progressively specific. The staff capacity or
framework can be extensively characterized as the administration of individuals at work
administration of administrators and administration of specialists. Work force work is
especially inspired by faculty relationship and communication of representatives human
relations.

It might be said, administration is work force organization. Administration is the

advancement of individuals, and not minor heading of material assets. Human capital is
the best resource of a business undertaking. The fundamental element of administration
is the authority and course of individuals. Every director of individuals must be his own
staff man. Faculty administration isn't something you truly swing over to work force
office staff.

32
Human Resource planning

This is taken care of by doing the arranging toward the start of consistently. Toward the
finish of the year, the Human Resource division from each Branch gets the necessity for
the individual for entire year. At that point the arranging of enrolment and preparing is
finished via preparing chief and enlisting director which is endorsed from Head for
Department.

Recruitment

Enrollment is a procedure of scanning for imminent possibility for the given employment
in the business. As we probably are aware it is imperative for a mechanical worry to have
productive and powerful staff with right quality and at opportune time and at perfect
place accessible at whatever point they are required. Each association needs worker time
by time in view of advancement or retirement of a representative. For this reason, an
association need to look for the correct competitor. Thus, it needs to energize this kind of
right applicants at whatever point they require.

Training and Development

Preparing goes for expanding the aptitudes, aptitudes and capacities of specialists to
perform employment. It makes representatives more successful and handy. In exhibit
dynamic universe of business preparing is more vital there is an ever-display requirement
for preparing men. With the goal that new and changed systems might be embraced.
Another and changed procedure might be taken as a focal points and change influenced
in the old strategies.

Preparing is learning background that looks for generally lasting change in a person that
will enhance his/her capacity to perform at work.

They give "at work" preparing to their representatives in the branch as they select these

33
workers for offering different results of bank by coordinate promoting. At whatever
point they select new contender for any post, they use to give them at work.

If there should be an occurrence of offers people to appropriate their different items, at

the outset the individual must work under the perception of his senior then they should
go in market to have their own understanding.

The ideal opportunity for preparing program for the applicant is depends up on the
significant position of his work region. They additionally give preparing identified with
client care and correspondence.

Employee Remuneration and Incentive Payments

Compensation is the remuneration a representative gets as an end-result of his/her

commitment to the association. Compensation possesses a noticeable place in the life of
a worker. At AXIS, compensation of a worker involves — wages and pay, motivating
forces.

Wages and Salary

Aside from different impetuses and advantages, the work force is remunerated just as far
as wages and pay rates. A legitimate remuneration as far as this is fundamental for
inspiration representatives for their persistent enhanced execution. For this, it is required
that wages and pay rates are given well by association.

Wages and pay alludes to the foundation and usage of sound strategies and practices of
representative's remuneration. A wage and pay are the compensation paid for the
administration of work underway intermittently to a worker. The bank is in benefit
industry, so the compensation is given on month to month premise. They used to procure
certain sales representative on commission base and they are given their pay rates on
commission base. While other lasting staff are being given month to month pay rates. As
AXIS bank is rumoured bank in showcase the compensation scale is according to the
standard.

34
Deals officials (cajole) are being given compensation of 6000 to 8000 every month.
While deals officer's compensation ranges from 15000 to 18000 every month. Pivot
bank is additionally giving appealing impetuses according to the objective. The
compensation of branch administrator is around 35000 every month.

Incentive
In AXIS, representatives get motivating forces considering the objective given to every
worker and their zone of work. They have built up the motivation structure for the
workers in view of point framework. Every one of the representatives get the motivating
force in the frame money compensates.

Employees advantage

The representatives of AXIS naturally move toward becoming AXIS bank compensation
account Holders with uncommon advantage and benefits and get moment pay credit. The
advantage incorporates worldwide check card, corporate card with singular obligation
(CCIL), access to telephone saving money and web managing an account, demit records,
and host of different administrations to supplement their investment account. Here are a
portion of the highlights of AXIS Bank's compensation account.

Disputes and their determination

Questions are normal in association. By and by, debate principally identify with the
objective simply because if any worker isn't accomplishing target he/she won't qualified
for impetus which makes disappointment among them.

Each representative can converse with the leader of the division on the off chance that
they have any issue identified with the activity. Right off the bat, the issue is tackled by
the leader of the division and if the issue does not settle by the leader of that office then it
is routed to the HR Manager.

Performance Appraisal

35
An association's objectives can be accomplished just when individuals put in their
earnest attempts. Execution examination might be comprehended as the evaluation of a
person's execution methodically. It is characterized as the precise assessment of the
person as for his/her execution at work and his/her potential for advancement.

To evaluate the execution of the worker they have built up a credit framework in
view of the offered focus to the representative.

MISSION AND VISION OF THE COMPANY-

MISSION-

ü Customer service and product innovation tuned to diverse needs of individual and
corporate clientele.
ü Continuous technology up gradating while maintaining human values.
ü Progressive globalization and achieving international standards.
ü Efficiency and effectiveness built on ethical practices.
ü Customer Satisfaction through providing quality service effectively and efficiently.

Ø VISION-

To be the preferred financial solutions provider excelling in customer delivery through

insight, empowered employees and smart use of technology.

• Core Values
• Centricity
• Ethics
• Transparency
• Teamwork
• Ownership

Axis bank offers its services majorly in four parts-

A. Personal
B. Corporate
C. NRI

36
D. Priority banking
E. Business
Axis bank offers various services for individual domestic customers, which includes
services like-

1. Accounts
2. Deposits
3. Loans
4. Cards
5. Forex
6. Investments
7. Insurance
8. Payments
9. Other services
10. Start a SIP
11. FASTag

MAJOR COMPATITORS OF AXIS BANK

 ICICI Bank

 HDFC Bank

 City Bank

 Yes Bank

37
 MARKETING DEPARTMENT

The exercises of an organization related with purchasing and offering an item or

administration. It incorporates promoting, offering and conveying items to individuals.
Individuals who work in showcasing bureaus of organizations attempt to get the
consideration of target groups of onlookers by utilizing trademarks, bundling outline, big
name supports and general media presentation.

Ajay Kelkar, Head, Marketing, AXIS Bank, said that these activities are particularly
focused at those customers who don't know about the bank's different esteem included
administrations, for example, coordinate managing an account office.

"We will exhibit the benefits of net managing an account and portable keeping money,
as these ideas are generally new to individuals living in littler towns and urban
communities," said Kelkar. The bank has additionally propelled another activity called
Business Ki Batten, which is focused at zones where the greater part of the populace
contains little businesspeople. Kelkar said that the bank would motivate specialists to
chat on a few issues, for example, esteem include assessment and deals charge. Bank can
gauge the aftereffect of a battle through the deals that they produce and the clients that
are included. There is a reasonable rate of return, which from a useful perspective gives
the group a more grounded voice. Bank has likewise possessed the capacity to lessen
their promotion spends by around 10-15 for each penny and has additionally decreased
the cost of obtaining Bank's concentration in future is upgrade its database advertising
activities. Bank intend to contribute near Rs 12 crore to make the condition that is
required to help client insight that prompts information-based advertising.

Hub has contracted a broad Customer Lifecycle based advertising effort date-book for
this and the anticipated monetary. Fractal, which spends considerable time in foreseeing
the conduct of the clients in the regions of hazard and advertising, would accomplice
AXIS Bank's promoting group in different activities of developing the retail business
rapidly and cost viably.

38
Pivot has been utilizing investigation for taking educated promoting choices. Fractal will
enable the bank to utilize data to achieve new clients and to assemble, support and boost
enduring client connections. Fractal will likewise enable the bank to take care of the
issue of consistently expanding client securing expenses and diminishing client
dedication. The showcasing modified would include obtaining of clients productively by
lessening effort costs, strategically pitching different resource and risk items to the
current clients, consequently, utilizing the current connections and proactively holding
existing clients. Fractal's examination-based advertising arrangements traverse which the
whole lifecycle of client relationship ideal from client obtaining to client maintenance to
client esteem administration, is relied upon to give AXIS a high ground in understanding
the necessities and conditions of their clients.

Marketing Initiatives Taking by the Bank

Axis Bank is perhaps the main bank in India, and one of the plain few in Asia, to have
set out on an information drove promoting examination crusades activity, utilizing
showcasing robotization innovation gave by Uncia. Uncia has been perceived by Gartner
as the main player in this field. Through this instrument, we have possessed the capacity
to brilliantly utilize the 4-5 terabytes of client information accessible in its stockroom.
We have set up a group to direct showcasing efforts in a logical way utilizing client
information, use designs, inclinations, lifecycle, and so on., the bank likewise leads
occasion-based promoting.

Media Vehicles Used for Send Message to Reach Target Audience

Axis Bank has been overwhelmingly utilizing direct mailers, messages, and SMS for
Conveying our message to our intended interest group as they are the most practical
courses of tending to our center target gatherings of people with greatest level of
customization conceivable

39
 FINANCE DEPARTMENT

In this cutting-edge period, it is anything but difficult to know how much vital the back
is in the business. As present position of the market is entirely unexpected from old
where it was anything but difficult to get the back. In any case, now daily it isn't in this
way, it is exceptionally troublesome undertaking to raise reserves from showcase. As
today individuals are confronting parcel of issue and have less certainty available, so it is
hard to rise subsidize without appropriate arranging.

For the bank as it is a Financial Institution we can think about back as backbone of this
business. The organization should figure out how to get adequate back. The organization
should use to keep legitimate making arrangements for the back of its own and of the
vast no. of contributors who are there with the bank. We can characterize financial
administration as an errand of procurement and use of assets required in the business in a
way, so associations’ objective can be accomplished. In AXIS Bank, its CFO and
Treasurer deal with the fund. Because of legitimate approaches and separate
administration, the organization can have appropriate activity of back.

40
 ORGANIZATION OF FINANCIAL ACTIVITIES OF BANK

For the bank fund itself is the item now it's anything but a simple undertaking to deal
with this back. As bank must keep watch on the stores of its a vast number of clients and
it must deal with its own substantial budgetary base. As in late it is prominent "No fund
no business", for the bank "Back itself is business". There are assorted kinds of
hierarchical structure, for example, gather association, line association, and line and staff
association. Hub Bank has line of specialist and line of expert is vertical i.e. expert goes
start to finish and obligation goes from base to top level administration.

As AXIS Bank is huge organization and it has expansive cliental base, so it is

exceptionally troublesome and muddled to deal with its back in legitimate way. There
we need of concrete and legitimate strategies to have appropriate administration of it.

Board of Directors of AXIS Bank:

DESIGNATION NAME
Chairman Rakesh Makhija
MD & CEO Amitabh Chaudhry
Director S Vishvanathan
Director Ketaki Bhagwati
Director Girish Paranjpe
Director T. C. Suseel Kumar
Director Meena Ganesh
Director Gopalaraman Padmanabhan
Director Ashish Kotecha
Director Vasantha Govindan
Director Prof. S. Mahendra Dev
Director Manoj Kohli
Deputy Managing director Rajiv Anand
Director P N Prasad

41
Vision & Values:
Vision: To be the preferred financial solutions provider exceling in customer delivery
through insight, empowered enrobes and snort use of technology.
Values: -
 Customer Centricity
 Ethics
 Transparency
 Teamwork
 Ownership

Business Description:

AXIS Bank operates in vary segments such as Treasury Operations, Retail Banking,
Corporate/Wholesale Banking and Other Banking Activities.

Retail banking: In the retail banking category, the bank offers Current Accounts and
Saving Accounts product, card serves, Internet banking, amounted teller machines
(ATM) services, depository, financial advisory services, and Non-resident Indian (NRI)
services.

Corporate/wholesale banking: The Bank offers to corporates and other organizations

services including corporate relationship not included under retail banking, corporate
advisory services, project appraisals, capital market related services and cash
management services.

Investment banking: Bank’s Investment Banking business comprises activities related

to Equity Capital Markets, Mergers and Acquisitions and Private Equity Advisory. The
bank is a SEBI-registered Category I Merchant Banker and has been active in advising
Indian companies in raising equity through IPOs, QIPs, and Rights issues etc. During the

42
fiscal year ended 31 March 2012, Axis Bank undertook 9 transactions include in 5 IPOs
and 2 Open offers.

NRI services: Bank provides products and services for NRIs that includes CASA,
facilitate investments in India. Axis bank is the first Indian Bank having TCDC cards in
11 currencies.

Micro Finance: Axis Bank SME business is segmented in three groups: Small
Enterprises, Medium Enterprises and Supply Chain Finance. Bank offers lending to
individuals/sma11 businesses subject to the Orientation Under the Small Business Group
a subgroup for financing micro enterprises is also set up.

Agri-Finance: Banks provide various accounts, loans on various products, etc. to farers.
Total 759 branches of the bank provide banking services, including in Agricultural loans,
to the farmers.

 Krishi saving accounts

 Kisan power
 Tractor loans
 Go down loans

AXIS Group:

 AXIS Bank set-up fully owned 8 subsidiaries which are:

 Axis capital ltd.

 Axis finance ltd.

 Axis mutual funds trustee ltd.

 Axis asset management company ltd.

 Axis private equity ltd.

 Axis trustee services ltd.

 Axis bank UK ltd.

43
  Axis securities ltd.

Products of AXIS Bank:

AXIS Bank has several products in Retail Banking which are categorized as

 Accounts
 Deposits
 Loans
 Cards
 Edge loyalty rewards
 Forex
 Investment
 Insurance

All the products have been sub-categorized as per the benefits of the products which are
as under….

Accounts: -
In this category we have different category such as Savings Account, Current-Accounts,
Salary Accounts, etc. which are sub-categorized.

1. Savings Account:

 Basic saving accounts

 Easy access saving accounts
 Prime saving accounts
 Prime plus saving accounts
 Senior privilege saving accounts
 Youth account
 Trust/NGO account
 Pension saving account
 Axis priority saving accounts

44
  Insurance agent accounts
 Salary account

2. Current Accounts:

 Normal current accounts

 Business advantage current accounts
 Business select current account
 Business privilege account
 Channel one account
 Business global current account
 Capital market current accounts

3. Loan:
 Home loan:
Axis Bank offers affordable and Exile housing loans that can turn your dream of owning
a home into reality.
Features:
Axis bank offers attractive interest rates that makes customers housing loan affordable.
Customer has an option to choose between the fixed and floating rates as per the market
scenario. Customer has a facility to transfer their current home loan of other banks to the
AXIS Bank without any
Any query related to home loan or need some help. AXIS Bank Executive will be at
your doorstep.
There are no Pre-Payment charges if customer wants to wave off the loan before
maturity.

Eligibility Criteria:
 Salaried Individuals
 Professionals
 Self-employed individuals

45
 Personal Loan:
Be it a dream vacation, child’s education, home renovation or wedding in your family,
you can instantly fulfil your aspirations with Axis Bank Personal loans.

 Loan against property:

Apply for Axis Bank's Loan Against Property. Bank gives loan against property be it
commercial or residential or for purchase of new commercial property.

 Gold loan:
AXIS Bank gives loan against the Gold Ornaments with the safety of the gold at the
bank’s vaults.
 Education loan:
Axis Bank's Education Loan aims to provide the much-needed financial support to
deserving students for pursuing higher professional or technical education in India and
abroad. The education loan would be provided to those students who have obtained
admission to career-oriented courses.
e.g. Engineering, management etc., either at the graduate or post-graduate level
Within 15 working days from the date of receipt of application with all the valid
documents, decision will be conveyed by the bank.

 Cash Credit:
AXIS Bank offers Cash Credit facilities to meet day-to-day working capital needs. Cash
Credit is provided against the priory security of stock, debtors, other current assets, etc.,

4. Investments:
 Mutual funds
 Axis hybrid funds
 Systematic investments plan (SIP)
 Axis focus 25
 Axis multi cap fund
 Demat account

5. Insurance:

46
  General insurance
 Max life guaranteed life time income plan
 Max life maxis super
 Fastrack plan

Account Opening:

A customer’s frown ration with bank starts with Account Opening in AXIS Bank the
accounts of the customers are usually not opened at branches and with such old
formalities like forms & etc.

In axis bank account is going to open with tablet on the spot by sales person at
connivance place of customer and in saving account customer gets cheque book, ATM,
passbook instantly.

Guidelines for opening of Savings Account:

 Account of Resident Individual:

For accounts of individuals, PAN card, a proof of identity and address as mentioned in
Table is required along with a recent passport size photograph not older than 3 months
for saving account. For joint holder the above documents are required for both, the
applicant as well as joint applicant.

For Foreign nationals on employment or setting up of business, they are eligible to open
normal rupee account with following documents:

 Passport with valid visa

 Letter from employer/ contract 1etter/ permission from RBI in case of
business
 Address proof

47
 Salary Accounts:
This is the accounts where an employer enters an understanding with the bank for
opening accounts of the employees for their salary to be credited in respective accounts.
The KYC requirement to open these accounts is the same as in the case of normal
resident individual account.

 Account of Institutions / Organization:

Account of non-individuals is opened under scheme code SBTRS. For the convenience
of business, they have been classed into 4 constituent ions codes of 9-A, 9-B, 9-C, 9-D in
Finacle. It is possible that for a ‘Trust”, "Society/’, or ‘company” account is opened,
depending upon the business consideration.

 Account of Society:
The entities which may be known by names like Trust, Foundation, Clubs, Association,
Society, NGO etc. but are registered as Societies and registered under the Societies
Registration Act, 1860 or any other corresponding law in force in State or a Union
Territory,

Account Details:

In AXIS Bank, when account is opened, the account holder becomes a client of the bank.
A client ID Number is allotted to him. A client can open many accounts at different
branches. Each account is identified by an account hunter.

Customer ID is a unique number allotted to each customer. Now, it’s possible that as
customer has two or crore accounts. For example, say a customer by Name Mr. Mayur
has his salary account with our bank. He rays wan to open another account jointly with
his wife. Each account is intifada by a unique Account No. and all the accounts of Mr.
Mayur are linked to a single Customer ID. Let’s look crore closely at the account no.

KNOW YOUR CUSTOMER

48
Who is a customer?

RBI defines customer as:

One who maintains an account with the bank, or

Any person or entity connected with a financial transaction like an inertance
The remitter or purchaser of an outward remittance
The beneficiary of an onward remittance

To prevent misuse of banking channel from financial frauds, money laundering. RBI a
part of their initiatives to prevent suspicious activities, advised bank to follow certain
procedure which are known as KYC guidelines.

A comprehensive list of documents qualifying to be attached as id proof and address

proof is mentioned below:

Proof of identity Proof of address

Pan card Passport

Aadhar card Income tax assessment order
Election card Ration card
Passport Letter from recognized public authority
Photo id issued by govt. Telephone bill/electricity bill

For married women proof of identity with Address proof in the name of
her Maiden name father/mother/Spouse
Driving license Domicile certificate

KYC essentially includes recognizing the client and confirming his/her personality by
utilizing dependable, independent source reports, information or informatory Special
consideration should be given to due steadiness for records of turns, companies and
clients ‘accounts opened by proficient interned journals. Because of turns, branches
should take sensible precautions to verify the personality of the twisters and the pioneers
of the wind. Recipients ought to likewise be identifying when they are characterized. For
organizations, branches should be vigilant against busies elements being utilized by
individuals as a 'front' for retaining accounts opened by a professional intermediary for
the benefit of a solitary cline, that customer rust be distinguished according to our
method.

49
These rules are so important, that even a current record beam must be shut because of the
Bank's failure to confirm the client's identity, although any Branch Heads will have the
specialist to take such choice the point of these rules is to:

 Determine and document the genuine character and fundamental

foundation everything being equal.

 Obtain and document any extra client data, proportionate with evaluation
of the Money laundering hazard postured by client's normal utilization of
Bank's items and administrations.

 Minimized fakes
 Avoid opening of records with imaginary names and addresses
 Prevent illegal tax avoidance
 Obtain insurance under Section 131 of Negotiable Instrument Act., and to
weed out unfortunate clients.

Account Profiling:

RBI has stipulated classification to low, recover and high-rich classifications. It been
chosen

to do as such in view of foreseen exchanges volume in each account. This would assist
the Bank with classifying the records into various rich classifications for movement
transaction monitoring the cut cutoff points could be indicated relying on the hazard
profile. The profile would should be refreshed from tire to tire. As Money laundering is a
procedure basically including a progression of transaction, it has been viewed as fitting
to accumulate the profile because of just Savings Bank and Current Accounts instead of
Term Deposits. It will not be important to stretch out the technique to resource accounts.

Account Profile:-

Extra information which is gathered in the AOF such as yearly salary, age, occupation,
and so on., if there should be an occurrence of individuals and subtle elements of the sort
and degree of the business in the event of current record is utilized to create what is
known as a "Record Profile". Such a profile gives us a thought of the sort of wans
50
activities/exercises anticipated that would go through the record, which would in the end
enable us to recognize any suspicious sensation not commensurate with the client profile.
Even though this data is totally deliberate, I am priceless for observing the exercises in
the records, as additionally hazard observation from the Money laundering perspective.
The hazard factor would decide the nature and degree of checking required.

Transaction Profile

Just as I try to draw up an account profile, constant monitoring of the accounts helps us
draw up a transaction Profile. This is again done so that we can spot quickly if there is
inactivity the account.

 Does the customer deal in large cash transaction? If so, what is the nature of
such transactions?
 Do we have any other agreement with the client for fund transfers? If so,
what
 Details of loan facilities enjoyed by the customer from the bank
 Do we have regular contact with the customer? If so, by what means e.g.
personal visits, telephone calls, e-mai1 etc.? Who are the persons generally
contacted by is?

Monitoring of Transactions:

The extent of monitoring should depend on the risk sensitivity y of the account. A list of
clearing credit transactions for Rs. 50,000/- and above in newly opened accounts is being
sent by Data centre daily. Branches should scrutinize the transactions.

Any wans actions exceeding the threshed limit of 10 lacs shoo be monitored to see if it
conforms to the profile. If not, details ray be sought to establish the nature of transaction
Apart from such wans actions when cross the threshold limit, certain other activities ray
be give rise to suspicion of Money laundering However, in needs to be ensured that, in
our zeal to monitor such activities, genome and bona fide transactions of customers are
not delayed and customers inconvenienced.

Apart from follow in the procedures relating to remittances as laid down in the FEMA

51
guidelines, the branches while dealing with overseas find transfer, hot Inwards and
outwards, wI1 must be vigilant in ascertaining, wherever possible, the purpose of
remittances, of the remitter as well as the beneficiaries, and link such re-entrances to the
customer profile on record. It may be necessary to scrutiny e-transaction score closely if
the paean of re-entrances arouses suspicion However, care will have to be taken not to
delay crediting the proceeds of the remittances solely for lack of the above nature. Here
again, the rarer should be handled with appropriate tact.

Account of Mirrors:

Account opening: -
While opening the account of a Minor, the Bank is guided by the provisions of Section 3
of the Indian Majority Act 1875, which defines, that “A minor is a person below the age
of 18 years, unless a guardian is opposed by Court of Law or the property of the minor is
under superintendence of Court of Wards, in which case minority extends till the age of
21 years.

Three types of minor’s accounts can be opened at the branch These accounts and their
operative guidelines are as follows:

1) Accounts in the name of the minor alone:

A literate minor above the age of 12 years, who can comprehend the nature of banking
wans action sand can sign uniformly, can open and operate such an account.

The maximum balance in such accounts is normally resisted to Rs. 1 lac and exceptions
permitted with the approval of the Branch head. Instruments in the Name of the minor
only as payee can be credited to such accounts. This precludes the possibility y that in-
migrants issued in favor of the father/rot her are collected in accounts.

2) Accounts in the name of Minor alone but operated by the Guardian:

Such accounts opened in the Name of the minor are operated by one of the parents as
guardian for and on behalf of the minor, or in case where the natural guardian is not alive
52
or is unable to discharge duties, is operated by a guardian appointed by a Court of Law
for Andon the minor’s behalf the exact age of the minor d irrelevant for such an account
if he remains a minor. The minor’s signature is not admitted in the account for operation
here again, in-migrants in the name of the minor only as payee can be credited to such
accounts. Instruments issued in favour of the father or the mother is not collected for this
type of account. There is however no resection as to the deposit/maximum balance in
these accounts unlike in the accounts mentioned in above type 1 account.

3) Joint Accounts in the name of the Minor and the Guardian:

Such accounts opened in the joint name of the minor and the guardian are operated with
the sutures of either the minor or the guardian with the mandate as either-or survivor, or
former or survivor, or jointly by both where the mandate provides for joint operation in
these cases, instrument both in the Name of the minor and/or the named guardians as
payee can be credited to such accounts. There is no rejection again as to the
deposits/maximum balance in these accounts unlike in the accounts mentioned in type 1
account.

In any of the above cases, the birth date of the minor, verified from the original school/
birth certificate, is required to be invariably recorded in the account opening form
specimen suture card. This is necessary because when a minor attains majority, the status
of the guardian £e., his authority to for and on behalf of the minor is revoked.

Simultaneous lee, the minor is required to ratify the act fins taken by the guardian in the
past for and on his to bird him on the transactions as he has now become capable of
contracting in his own capacity in the eyes of the law.

After minor attains majority, branch should take a balance confirmation lever as wet as a
new AOF from the former minor and modify their records accordingly.

ATM Card Issued to Minor

AXIS Bank currently issues Trust 24 ATM card to minors, above the age of 12. To
increase operational efficiencies, it been decided to issue Debit Card to minors above the

53
age of 12.

Risk Management:

The concurrent/internal auditors specifically check and verify the application of KYC
procedures at the branches and comment on the lapses. To assist them in the work, the
AIMS (Account irregularity Monitoring System) software has been implemented at the
CPU. Which we indicate the up-to date state of KYC compliance in respect of each new
account opened. The branches shoo rake adequate efforts to rectify the irregularities
pointed out by the CPU auditors as soon as possible.

Monitoring of Compliance of the Account Opening Procedure:

Day end checking at branch level

Concurrent audit at the CPU
System audit at new branches
Concurrent audit of bigger branches
Verification by controlling officials during visits to branches
Periodical inspection of branches by internal/external auditors

Cash Transaction Guidelines:

Saving/Current Accounts: There is no resetting for the amount. If the total amount

54
 deposited by way of cash in an account in a day is Rs 50,000/- and above, PAN
of the account hotter should be obtained if not taken on record at the tire of
opening the account. In case, the account holder does not have the PAN, then
Form 60/61 should be obtained on the day of such deposit.

Time Deposits: as per the IT rules, cash remittances exceeding Rs. 50,000/-
requires

the account hollers PAN or fume 60/61. As per AXIS’s internal rules for opening
a Fixed Deposit account for amounts exceeding Rs 50,000/- requires the account
homers PAN or form 60/61. Cash payment should not be trade by a bank to any
person whose total holdings of the Tire Deposits are Rs 20,000/- or crore as per
IT Act.

Demand Draft: In AXIS bank for an amount exceeding Rs. 20,000/-, the remitter
to be identified. All drafts/pay orders of Rs 20,000/- and above should be issued
as crossed only.

Payment and Settlement System:

The banking sector been witnessing a rerunnable transformation over the last eight-nine
years. Technology adoption has changed the way one does the banking transactions these
days, with ATMs and credit cards, ECS, RTGS, NEFT facility acting anytime,
anywhere, banking This system works as follows:

The Medium:Indian Financial Network (INFINET) is the communicationbackbone for

the Indian Banking and Financial Sector. All the banks are eligible to become members
of the INFINET. It is a Closed User Group (CUG) Network for the exclusive use of
rerefer banks and finance IA l institute ions.

The Carrier: The Sutured Financial Messaging System (SFMS) is bulk on the lines of
SWIFT but has many crore unities to offer. The major advantage of SFMS is that it can
be used practically for all purposes of secure communicate in within the bank and
between banks. The inure-bank part of SFMS, when is roost important, can be used by
the banks to take full advantage of the secure messaging facility it provides.

The Identifier: Indian Financed System Code (IFSC) is an alpha number i.e. code
designed to uniquely identify the bank-branches in India. This is 11-digit code with first
55
4 characters representing the banks code, the next character reserved as control character.
(Presently 0 appears in the fifth position) and remaining 6 characters to identify the
branch.

The Mode of Transfer:

A. Electronic Clears Services:

It is a mode of electronic funds transfer from one bank account to another bank account
using the services of Clearing House. This is normally for bulk wasters from one account
to many accounts or vice-versa. This can be used hot for making payments like
distribution of dividend, interest, salary, pension, etc. by institutions or for collection of
amounts for purposes such as payments to utility coracans like telephone, electricity y, or
charges such as house tax, water tax, etc. or for loan instalments of banks or regular
investments of a person There are two types of ECS: I) ECS-Credit- is used for affording
credit to a large hunter of benefit diaries by raising a single debit to an account such as
dividend, interest or salary payment. E) ECS-Debit - is used for rating debris to a hunter
of accounts of conspirers/account holders for crediting an instrument.

B. Real Tire Gross Settlement (RTGS):

It is a system through which electronic instrument can be given by banks to waster finds
from their account to the account of another bank. The RTGS system is rainier inked and
operated by the RBI and provides a reruns of efficient and faster transfer argon banks fac
fixating the financial operations. As the Name suggest, lid transfer between banks takes
place on a ‘real tire’ basis. Therefore, Money can reach the beneficiary instantaneous lee
and the benefit dry’s the responsibility to credit the benefit dry’s account within two
hours. The minimum amount to be remitted through RTGS is Rs. 2 Lalji There is no
upper ceding for Tics wans actions. The beneficiary banks to credit the beneficiary’s
account within two hours of receiving the lids waster message.

C. National Electronic Funds Transfer (NEFT):

It is a nationwide finds waster system to facia ate transfer of funds from any bank branch
56
to any other bank branch. There is no minimum or maximum amount that can be
remitted under NEFT.

24*7 Banking:

Internet Banking: using the internet, one can look-up the status of account, soubrette
queries and undertake a wide range of transactions. In addition to the facility of balance
enquiry, statement of account, request for issue of cheque hook, view personal account
information, details of holding and statement of accounts, etc. Customer be able to wans
act on the account through the Fund Transfer Facile y from the connect account.

AXIS Mobile: AXIS mobile gives a cue anywhere, anytime banking experience.
Balance

injury, mini statement, cheque hook request, connect pin regeneration request, Fund
transfers to AXIS account or other bank account (NEFT/RTGS), ball payments.

Interbank Mobile Payment Service: An instant interbank electronic find waster service

through mobile phones. It enables one to send Money to another bank account using
nubile number. The beneficiary doesn’t need to disclose his or her account and other
financial critical details to the sender.

SMS Banking: A watch on account with a round-the-clock SMS Banking service. Every
debit or credit, above the threshold amount, in the account is intimated by an SMS as
soon as for the was action of Rs 5,000/- or crore. It hers the customer to detect any
unauthorized access to the account.

Secure Banking:

AXIS bank always endeavoured to provide the best of banking services to the customers.
Its latest initiative fi NETSECURE, which is a Two Factor Authenticate in system to
provide added security to the online banking wans action sand this rake finds transfers
safe and secure.

NETSECURE is a secured system wherein two different parameter, I) login ID and

57
password, x) a single usage password that one generates £e., OTP: One Tire Password,
are used together to verify your identity on the internet. It ensures high end security for
the online

For online fund wasters AXIS has three types of NETSECURE:

1) NETSECURE with SMS:

2) ETSECURE with Web Pin:
3) NETSECURE 1-touch

58
59
 SWOT ANALYSIS

 Strength

 Axis Bank was ranked is the fastest growing Bank in the Private Sector. Financial

Express and KPMG have rated Axis Bank as the best bank on the basis of 26

parameters.

 Axis Bank has 4800 regional branches and 17801 ATMs.

 Banks’ financial positions are rising at a rate of 20% last year, which is a big positive

sign for every country.

 Operating sales of 2.7 billion US dollars in 2019.

 Total assets of US$ 110 billion in 2019.

 Gross Profit Rs. 1677.90 Crores.

 Axis Bank has a strong picture of the urban population. Axis Bank is rising well in

the Indian banking sector.

 Broad array products and services are provided by the Bank.

 Decent penetration in rural areas has boosted the industry.

 One of India’s largest private-sector funding for agricultural loans is Retail Agri &

Corporate Agri.

 Great online services provided by Axis Bank, such as net banking, smartphone

phones, etc.

 Effective ads and branding have helped the brand to expand.

60
 Weakness

 Gaps – primarily focused on corporate banking, wholesale banking, treasury

services, retail banking.

 Global branches account for just 8 % of the total assets. The bank has recently begun

to concentrate its attention on personal banking and rural areas.

 AXIS bank’s share prices are continually fluctuating at higher margins, leaving

investors in an awkward position most of the time.

 There are a lot of efficiency differences in the financial product as well as reaching

out to the consumer.

 There are many fraudulent activities involving credit cards, as banks process the

acceptance of credit cards even without the verification of the original documents.

 Their financial advisors are not smart enough to direct consumers into the right

investment.

 Customer support needs to change a lot in order to contend with other big players.

 Lower branch number relative to its rivals.

 Axis Bank has minimal market share due to high competition in the banking sector.

61
 Opportunity

 The rural market is also a major market for Axis Bank.

 Acquisitions for filling the void. Various future prospects in financial markets, such

as mutual funds, maybe exploited in the Bond Market.

 The internet banking network can be supported.

 UPI payments and mobile wallets can be promoted.

 The number of e-transactions rose from 0.7 million to about 2 million. Geographical

extension to the rural market – 80% of them do not have access to structured lending.

46 percent of them use informal lending platforms. The bank should target the rising

demand for business loans and vehicle loans. 24 percent of unregulated money

lenders.

 Since it’s a new era of banking, there are a lot of opportunities to provide innovative

banking solutions techniques compared to established major players.

 The Assets of Axis Bank are rising at a much faster growth rate of 9%.

 AXIS Bank ‘s definition of ATM had a strong response in terms of attracting new

customers to the personal banking market.

62
 Threats

 RBI control of interest rates.

 Regulation of the State on the basis of pandemic circumstances.

 Foreign Investments in Banking Sector.

 Government schemes are most frequently run only by SBI, Indian Banks, Punjab

National Bank, etc.

 ICICI and HDFC are placing their aggressive marketing campaigns at significant risk

in terms of their growth in the consumer base.

 New banking license issued by Reserve Bank Of India.

 Foreign banks entering India could reduce the presence of Axis Bank.

 Competing banks are growing their operations in India.

63
 Part-3

Primary Study
“COMPERATIVE ANALYSIS OF PRODUCTS AND SERVICE OF

AXIX BANK”

64
 OBJECTIVES OF THE STUDY

Banking and finance can be called as the nerves of any economic system as they
accelerate the process of economic development through chanalization of adequate
finance. It is hard to anticipate development of efficient banking services in the country.
No doubt financial institutions play so important in economic development but at the
same time economic development determines the growth and development of banking
institutions the role of various kind of banking institution. In economic development
need not be emphasized. Main objective of the study is to “Critical appraisal of product
& services offered by axis bank.” Some of the major objectives of the study include the
determination of the following:

1. Consumer awareness about the products and services provided by the axis bank.

2. Consumer preference about various products and services.

3. Customer’s perception towards private Banking and their expectations from

private banks.

4. Customer satisfaction with the service provided by the bank.

5. Draw out with conclusions and suggestion based on the analysis and the
interpretation of data.

65
 RESEARCH METHODOLOGY

TYPE OF RESEARCH:

Research is one of the most important parts of any study and pertains to the collection of
information and knowledge. Marketing research is defined as the systematic design,
collection, analysis, and reporting of data and findings relevant to a specific marketing
situation facing the company. My project has been developed on has basis of both
exploratory and descriptive research. The research process depends upon developing the
most efficient plan for gathering the needed information. Designing a research plan calls
for decisions on the data sources, research approaches, research instruments, sampling
plan, and contact methods.

 TYPE: -DESCRIPTIVE

 Follow questionnaire method

SAMPLE SIZE AND METHOD OF SELECTING SAMPLE

I chose a sample size of 100 respondents consisting of based on judgment sampling. The
method was simple random sampling.

Data

 Source for this project is both primary and secondary data were valuable sources of
information.
 All respondents were the customers of Axis Bank. The method was simple random
sampling

DATA SOURCE

For this project both primary and secondary data were valuable sources of information

 Secondary data

66
Secondary data provides a starting point for any research and offers valuable sources of
already existing information. Secondary data are the easiest to gather and the cost of
collecting this data is also very low. For my project work it was collected through the
help of various directories of various associations, magazines, newspapers, websites etc.
The directories helped me in short listing people, for my target people.

 Primary data

Primary data are data freshly gathered for a specific purpose. For my project work the
primary data was collected by means of survey though questionnaires.

Contact methods:-

Once the client had been decided now my task was how to contact them, and for me
there only two ways of contacting them.

1. Personal interview- this method was the most appropriate way of survey, because by
personal interview I came to know about their feeling for Axis Bank.

2. Telephone- This method was also used by me once or twice, keeping in mind the busy
schedule of a few respondents.

67
 SCOPE OF STUDY

Axis Bank is one of the most famous banks in India. The various products and services
offered by it include:

 PRODUCT
• Deposits (Saving account and current account)
• Loans
• Card
 SERVICES
• ATM
• Mobile Banking
• Internet Banking
• Payment

The deposit mix of an organization especially the Saving accounts are the backbone of
every bank as an ordinary man is most inclined to invest in it due to its convenience and
easy availability. This project deals with the various customer concerns regarding these
and tries to suggest appropriate suggesting based on conclusions. I hope that this report
would be able to suggest some measures and draw attention of bank towards the area of
improvement.

VIII. Limitations of Study

• The study was based on a very modest sample size hence cannot be called as a
representation of the views and opinion of the majority.

• In a rapidly changing industry, analysis on one day or in one segment can change very
quickly. The environmental changes are vital to be considered in order to assimilate the
findings.

• The conclusion arrived at are based on a very less experience of researcher in this field.

68
QUESTIONNAIRE LEADING TO COMPARATIVE

ANALYSIS OF PRODUCTS & SERVICES OF AXIS BANK

WITH ITS COMPETITORS

Dear respondent,

I am student of MBA studying at G.C.R.G. MEMORIAL TRUST’S GROUP OF

INSTITUTIONS, LUCKNOW. The aim of this questionnaire is to survey
comparative analysis of products and services of axis bank with its competitors. I
assure you the information given by you will be kept quite confidential and it will
not be misuse. It will be used for study purpose only. You are requested to fill
questionnaire.

Thank you.

Yours faithful
Ranjeet Singh

1. Name:

2. Age:

3. Address:

4. Occupation:

69
5. What kind of account do you have in axis bank?

a) Saving account []

b) Fixed deposits []

c) Current account []

d) Others []

6. How you find the salary/saving accounts of axis bank?

a) Very good []

b) Good []

c) Excellent []

d) Satisfactory []

7. Do you have any other products of axis bank other than salary/saving account?

a) Yes []

b) No []

70
8. Which channel you use to excess your account?

a) Direct branch []

b) Mobile banking []

c) Net banking []

d) Phone banking []

9. Which bank has ease of access (branch and ATM)?

a) Axis bank []

b) HDFC bank []

c) ICICI bank []

10. Which bank offers you flexibility in its products?

a) Axis bank []

b) HDFC bank []

c) ICICI bank []

11. Which bank is better in providing services regarding transition?

a) Axis bank []

b) HDFC bank []

c) ICICI bank []
71
12. Which is the area of improvement of axis bank?

a) Product []

b) Services []

c) Technology []

d) Update []

13. In cooperation to another bank how would you rate axis bank?

a) Excellent []

b) Good []

c) Average []

d) Poor []

e) Can’t say []

14. What features/attributes, while opening an account do you expect from a bank?

a) Quick services []

b) Proper information []

c) Working hours []

d) Less formalities []

72
 e) Varity of product []

15. Your opinion regarding bank service provided by axis bank.

a) Highly satisfied []

b) Satisfied []

c) Moderate []

d) Dissatisfied []

e) Highly dissatisfied []

73
 DATA ANALYSIS AND INTERPRETATION
“COMPARATIVE ANALYSIS OF SAVINGS AND SALARY PRODUCTS OF
AXIS BANK WITH HDFC AND ICICI BANK”

FACTS & FINDINGS:-

ANALYSIS 1-

Ø Which Income group do you belong to?

40
35
35
30
30

25

20
15
15
10 10
10

0
Less than Rs.50,000 Rs.50,000-1,00,000 Rs.1 lac-3lac pa Rs. 3lac-5lac More than Rs 5 lac
pa pa pa

Percentage

RESULTS-

Less than Rs. 50,000 15%

Rs. 50,000 to Rs. 1,00,000 10%
Rs. 1,00,000 to Rs. 3,00,000 35%
Rs. 3,00,000 to Rs. 5,00,000 30%
More than Rs. 5,00,000 10%

74
ANALYSIS 2-

Ø How you find the salary/savings account of Axis Bank?

60 55
50

40
30
30

20
10
10
3 2
0
Excellent Very Good Good Satisfactory Poor

Percentage

RESULTS-

Excellent 55%
Very good 30%
Good 10%
Satisfactory 3%
Poor 2%

75
ANALYSIS 3-

Ø Do you have any other product of Axis Bank other than salary/saving account?

70
60
60
50
40
40
30
20
10
0
YES NO

Percentage

RESULTS-

YES 60%
NO 40%

76
ANALYSIS 4-
Ø Are you satisfied with your saving/salary account?

90 85
80
70
60
50
40
30
20 15
10
0
YES NO

Percentage

RESULTS-

YES 85%
NO 15%

77
ANALYSIS 5-
Ø Which bank has ease of access (both bank and atm)?

60
55

50

40

30
30

20
15

10

0
Axis Bank HDFC ICICI Bank

Percentage

RESULTS-
Axis Bank 55%
HDFC Bank 30%
ICICI Bank 15%

78
ANALYSIS 6-

Ø Which bank has ease of access (both bank and atm)?

45
40 39

35
30 28
25 23
20
15
10
10
5
0
SAVINGS ACCONT FIXED DEPOSITS CURRENT ACCOUNT OTHERS

Percentage

Interpretation: -

From the above graph we can see that majority (39%) people have saving account in axis

bank. While, 23% have current account and FD & other accounts are respectively 28%

and 10%. Thus, we can say that most of customers are preferring saving account in AXIS

bank.

79
ANALYSIS 7-

 HOW YOU FIND THE SALARY/SAVING ACCOUNTS OF AXIS BANK?

50
46
45
40
35
30
25
20 18
15
10
10 7
5
0
VERY GOOD GOOD EXCELLENT SATISFACTORY

Percentage

Interpretation: -

In above chart we can see review of customers on their saving or salary account in axis

bank majority of customer gives “good” criteria less give “very good”.it shows service

quality of axis bank to its customers.

80
ANALYSIS 8-

 DO YOU HAVE ANY OTHER PRODUCT OF AXIS BANK OTHER THAN

SALARY/SAVING ACCOUNT?

ANY OTHER PRODUCT OTHER THEN

SAVING ACCOUNT
80
69
70

60

50

40
31
30

20

10

0
YES NO

Percentage

Interpretation: -

From the above information we can interpret that many customers have other products

other than saving/salary account such like, locker, investment, OD, CC, loan, credit card,

etc.

81
ANALYSIS 9-

 WHICH CHANNEL YOU USE TO ACCESS YOUR ACCOUNTS?

HOW YOU ACCESS YOUR ACCOUNT

45
40 39

35
30
26
25
20 19
16
15
10
5
0
DIRECT BRANCH MOBILE BANKING NET BANKING PHONE BANKING

Percentage

Interpretation: -

Above chart shows the current trend of using channel for accessing accounts.

According to above information majority customers are accessing their accounts

through walk-in to branch less no. of customers are using other channel like,

mobile banking, net banking, phone banking. Which describes unawareness about

technologies in banking services.

82
ANALYSIS 10-

 WHICH BANK OFFERS YOU THE FLEXIBILITY IN ITS PRODUCTS?

FLEXIBILITY
50
45 44

40
35
31
30
25
25
20
15
10
5
0
AXIS BANK HDFC BANK ICICI BANK

Percentage

Interpretation: -

This chart shows the flexibility of bank in its products. In this criteria HDFC is also

better and the ICICI is second and last is AXIS.

83
ANALYSIS 11-

 WHICH IS THE AREA OF IMPROVEMENT FOR AXIS BANK?

AREAS OF IMPROVEMENT
35 33

30
27
25 23

20
17
15

10

0
PRODUCTS SERVICES TECHNOLOGY UPDATES

Percentage

Interpretation: -

This is also important review of axis’s customer for improving their area of banking.

From the above chart we can see that axis bank should improve technologies for using

banking operations and products also.

84
ANALYSIS 12-

 WHAT FEATURES/ATTRIBUTES, WHILE OPENING AN ACCOUNT DO

YOU EXPECT FROM A BANK?

FEAURES/ATTRIBUTES YOU EXPECT WHILE OPENING YOUR ACCOUNT

35
29
30
24
25 22
19
20
15
10 6
5
0
ES N S S TS
IC IO UR IE
V AT IT UC
R HO AL D
SE R M
NG R M PR
O
K FO KI
U IC
IN R FO OF
Q
ER
O SS Y
W LE ET
OP RI
PR VA
Percentage

Interpretation: -

This Is also important which shows customer’s rating

for axis bank comparing with another bank. Majority customers rated

the axis bank in “good” criteria and less in ‘poor”. Which shows that

axis bank is giving proper products & services to customers.

85
ANALYSIS 13-

 IN COMPARION TO ANOTHER BANK HOW WOULD YOU RATE AXIS

BANK?

HOW WOULD YOU RATE AXIS BANK AGAINST OTHER BANKS

40 37
35

30

25 22 21
20

15 14

10
6
5

0
EXCELLENT GOOD AVERAGE POOR CANT'T SAY

Percentage

Interpretation: -

This chart is also showing customer’s expectations from

axis bank while opening account. 24% respondents said that they

expect less formalities while opening account. While 22% respondents

said that they expect proper information, other respondent expect quick

access, variety of products and working hours of banking.

86
ANALYSIS 14-

 YOUR OPENION REGARDING BANK SERVICES PROVIDED BY AXIS

BANK.

Opinion regarding bank services

60 57

50

40

30 26

20
13
10
4
1
0
highly satisfied satisfied moderate dissatisfied highly dissatisfied

Percentage

Opinion No. of respondent

HIGHLY SATISFIED 57
SATISFIED 26
MODERATE 13
DISSATISFIED HIGHLY 1
DISSATISFIED 4

87
 LITERATURE REVIEW

 Uppal R K and Poonam Rani (2012), in their study titled Customer Perception

towards Better Banking Services in India- An Empirical Study, analyzed customer

perception about CRM, reliability, accuracy, security and transparency among the

customers of public sector banks, Indian private sector banks and foreign banks in

Amritsar, Punjab. They have found that most of the customers are satisfied with

banking services and that customer satisfaction can be improved by ensuring more

speed in rendering transactions and giving prompt services.

 D Mishra (1997) makes a study on the performance of commercial banks in India

choosing relevant parameters like quality of service, risk management, profitability

etc. His conclusion is that the banks should try to increase quality, balance risk

management, and optimize profitability to survive and succeed. He identifies four

challenges for the bank namely competition, credit, customer and control.

 Gaganjot Singh (1998) in his study “New innovations in banking industry – a study of

new private sector banks” views that the new private sector banks in India are using

better technology and are offering better services to the customers. The new private

banks have emerged as a model to the banking industry in terms of service levels,

ambience, technology etc. As the public-sector banks have already established a huge

customer base, they become complacent and are slow to become customer friendly.

They are also less innovative in the use of technology-assisted customer service.

88
 Because of their huge customer base, they feel that they can withstand competitions

from new generation banks.

 Parimal Vyas (2000) studied customers’ satisfaction from the services provided by

different banks and analyzed the response of customers towards the actual time taken

by banks to complete the banking transactions. The findings of the study revealed that

nationalized banks and co-operative banks need to improve on reducing the time

taken to complete banking transactions. Comparatively the private and foreign banks

take much less time for completing their transactions. The study suggested that the

nationalized commercial banks and co-operative banks must increase the use of

information technology and customer relationship management to deliver

standardized services to their target customers.

 Mosad Zineldin (2005) in his study “Quality and Customer Relationship Management

as Competitive Strategy in the Swedish Banking Industry” stated that a bank had to

create customer relationships that deliver value beyond that provided by the core

product. This involved added tangible and intangible elements to the core products,

thus creating and enhancing the “product surrounding.” One necessary condition for

the realization of quality was the creation of value-added services, quality

measurement and control. Thus, it was an important function to ensure the fulfillment

of given customer requirements. The key ways for building a strong competitive

position were value-added services and differentiation.

89
 FINDINGS
 The bank has good relationship with its customers. The customers are satisfied with

the relationship manager service provided by Axis Bank.

 The bank and its customers have a long-term relationship. Axis Bank has the

tendency to retain its customers at any cost. They believe that the old customer is

more profitable instead of a new one that’s why they try to maintain good and long-

term relations to their customers.

 Less no. of customer uses mobile banking or net banking.

 The accounts of these three banks don’t have much difference in terms of features

but when it comes to number of branches and ATM’s HDFC Bank is ahead of the

Axis Bank.

 The customers of Axis Bank are satisfied with their savings and salary accounts.

90
 RECOMMENDATION & SUGGESTIONS

• Mostly service class persons prefer the axis bank in the comparison of business and
students and other class persons thus it needs to promote its product and services
that are offered mainly for the business class people and students. Because these
two class forms major users of the banking services.

• Axis bank is normally not using properly for the current account so its popularity
ratio is quite down. This bank normally using for the long-term planning like saving
and FD.

• This bank is not investing more into the marketing sector so I will suggest that some
of the part of income it investing in the advertising and marketing sector.

• Into the comparison of other bank its performance is quite good but not an effective
so this may be doing the rates were down with some other facilities.

91
 CONCLUSION

• The study mainly was on the customer orientation that how they think, what they

want from their banks and how they take decision going to any bank.

• In this study I found that the bond of Axis Bank with its customers is very strong,

because Axis Bank mainly focuses on retaining their customers.

• This study finds that Axis Bank is the 3 rdleading private sector bank and its vast

range of products and availability of options makes it one of the best banks in

India.

• The bank should focus on the semi urban and rural market because these markets

are very good opportunity for growing banks like Axis Bank. Without expanding

in these markets Axis Bank cannot be a leading bank so they should focus on this

market.

• The bank should focus on mass banking in order to increase their market share.

They should launch such products which would be within the reach of the lower

middle class.

• The bank should pay more attention on giving updates and should increase the

level of service providing because the competitors of axis are better in this area.

• The bank should try to increase the use of technology like mobile and net

banking among its customers.

92
 LIMITATIONS OF STUDY

 The consider depended on an exceptionally unobtrusive example

measure thus can't be called as a portrayal of the perspectives and
conclusion of the larger part.

 In quickly evolving industry, examination on multi day or in one

fragment can change rapidly. The natural changes are essential to be
considered to absorb the discoveries.

 To convince the people for a proper interviewing process is also

difficult.

 Compilation of data on competitor’s analysis was difficult due to

non-availability of correct information.

93
 LIST OF ABBREVIATION

Acronym Full forums

QIPs qualified institutional placement

AMB Average monthly balance

TCDC Travel currency cards

FFMC Full-fledged moneychangers

NAV Net asset value

AMC Asset management companies

NSDL National securities depository limited

AOF Account opening form

PMSBY Pradhan mantri suraksha bima yojna

PMJJBY Pradhan mantri Jeevan jyoti bima yojna

APY Atal pension yojna

NSSO National sample survey organization

GOL Government of India

NPS National pension scheme

PFRDA Pension fund regulatory and development authority

PRAN Permanent retirement account number

CRA Central record keeping agency

94
 REFERENCES/BIBLIOGRAPHY

https://www.rbi.org.in/

http://www.axisbank.com/personal/index.aspx

http://jansuraksha.gov.in/

"Retail Banking: Facing the Future" by Boston Consultancy Group

http://www.bcgindia.com/documesnts/file15123.pdf

1. Uppal R. K (2011), India banking sector reforms: Rationale, efficacy and necessity of

third reforms,’ Business Administration and Management (BAM), Prime Journals, Vol.

1(3), March 10th, 2011, pp. 68-72.

2. Mishra, D. (1997). Fundamentals for Banks. IBA Bulletin, XIX (8), 42.

3. Singh, Gaga jot. (1998). New Innovations in Banking Industry – A study of New

Private Sector Banks. Deep and Deep Publications, New Delhi, 36-63.

4. Parimal Vyas (2000). “Measurement of Customer Satisfaction: A Study of Banking

Services”, Business Perspectives, Vol. 4, September, pp.73-87.

5. Mosad Zineldin (2005). “Quality and Customer Relationship Management as

Competitive Strategy in the Swedish Banking Industry”, The TQM Magazine, Vol.17,
95
No.4, p.329.

96